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Social Marketing Why Should the Devil Have All the Best Tunes?

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ISBN-10: 0750683503

ISBN-13: 9780750683500

Edition: 2007

Authors: Gerard Hastings

List price: $46.95
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Description:

This book explains the principles of social marketing and examines the implications of using techniques devised on Wall Street to further social and health goals. Naomi Kein, Joel Bakan and George Monbiot have each done a great job of telling us what is wrong with corporate capitalism. This book begins to provide some solutions. It shows how we can a) borrow the techniques they use to promote consumption, to encourage more socially desirable behaviours, and b) use rigorous research to enable regulators to constrain the worst excesses of Wall Street. Modern marketing techniques now pervade every aspect of our lives: the government, charities, advocacy groups use it to encourage us to live…    
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Book details

List price: $46.95
Copyright year: 2007
Publisher: Elsevier Science & Technology
Publication date: 5/21/2007
Binding: Paperback
Pages: 386
Size: 7.48" wide x 9.65" long x 0.79" tall
Weight: 2.376
Language: English

Introduction
Theoretical foundations
The principles of social marketing
Opening the toolbox
Communication, branding and the limits of fear
Length and breadth
Competition and critical marketing
Research ? the art of navigation
Ethics
Social marketing cases studies